. >> first lady michelle obama. >> reporter: when michelle obama walked out on stage in that memorable white gown, overnight, the designer became a household name. >> take me to that moment where she walked out. >> i was extreming at the top of my lungs, i was like, that's me. >> it's brilliant in what she's done keeping it secret. there was always interest in what the first lady wore, there was never this kind of red carpet moment. >> what started out as a designer field for the inaugural gown has whittled down to two designers who have a shot at worldwide fame who are they? likely a new york based designer and quite possibly one who is emerging. around thanksgiving, designers submit sketches, garments are made and there are fittings and more fittings. the garments are shuttled back and forth between washington and d.c. because they don't have direct access to the first lady, they have mannequins that are made in her likeness. >> if you dressed every celebrity at the golden globes, it's that much exposure. >> a single appearance by the first lady in a designer's clothes is worth $14 m